Greta R. Krippner is an associate professor of sociology at the University of Michigan. She is the author of Capitalizing on Crisis: The Political Origins of the Rise of Finance (Harvard University Press, 2012). Her current research traces the evolution of methods of risk-based pricing over the course of the 20th century, asking how the notion that each individual should “pay the cost” of her own riskiness emerged as a widely accepted normative principle governing how risk is distributed in modern society.